THE IMPACT OF GLOBALIZATION ON MEDIA TRANSLATION BETWEEN UZBEK AND ENGLISH

Аннотация

This study explores the influence of globalization on media translation between Uzbek and English, focusing on how global media exchanges have shaped the translation of culture-specific references, idiomatic expressions, and technological advancements. The paper examines the challenges translators face in adapting media content for cross-cultural audiences while preserving the cultural and contextual integrity of the source language. Through a comparative analysis of linguistic borrowing, the tension between domestication and foreignization, and the role of technology in translation processes, the article highlights the critical importance of cultural literacy in media translation. This research provides insights into the growing demand for localized media content in an increasingly globalized world and underscores the evolving role of translators in navigating this dynamic field. Keywords: globalization, media translation, linguistic borrowing, domestication, foreignization, cross-cultural communication, Uzbek-English translation. Globalization has significantly influenced how media is produced, consumed, and translated across cultures. Media texts, whether in the form of news, films, or social media content, serve as a crucial medium for cultural interchange and global communication. As global interactions increase, the demand for accurate and culturally relevant translations from Uzbek into English and vice versa has also risen. This article investigates the impact of globalization on media translation practices between Uzbek and English, with a particular emphasis on the challenges that arise when translating cultural references, idiomatic expressions, and technological terminology. Moreover, the research explores the role of technology and linguistic borrowing in media translation, examining how these elements impact cross-cultural communication. The research methodology for this study involves a qualitative analysis of various Uzbek and English media texts, focusing on culturally specific elements that pose challenges in translation. Examples are drawn from news articles, films, social media, and advertisements to demonstrate the influence of globalization on translation practices. In addition, academic literature from both Western and Uzbek scholars, such as Venuti (1995), Nida (1964), and Baker (1992), as well as Mamajonov (2007) and Ziyodova (2016), is reviewed to ground the analysis in established translation theories. The framework for the study revolves around two key translation strategies: domestication, which adapts foreign content to fit the cultural norms of the target audience, and foreignization, which preserves the source material's cultural distinctiveness. Globalization has had a profound impact on media translation, particularly in the area of linguistic borrowing, where terms from one language are adopted into another with minimal alteration. This phenomenon is especially evident in English-Uzbek translations, as English has emerged as the dominant global language in technology, business, entertainment, and sports. As a result, many English terms have been integrated into the Uzbek lexicon with little or no modification. While this facilitates communication in some areas, it poses unique challenges for translators when adapting media texts between the two languages. 71 YOSH OLIMLAR ILMIY-AMALIY KONFERENSIYASI in-academy.uz/index.php/yo For instance, in the realms of technology and business, English terms are widely used in Uzbek media without translation. Words like "internet," "startup," "software," and "marketing" have become so ubiquitous in Uzbek that they are rarely altered. "Internet" remains "internet" (интернет), while "startup" is adapted phonetically as "startap" (стартап), reflecting Uzbek phonetic rules but retaining the original English meaning. This linguistic borrowing is common in urban areas where English is prevalent, but in rural Uzbekistan, where English proficiency is lower, the use of such terms may cause confusion. Here, translators face the challenge of whether to retain the borrowed terms to maintain global relevance or replace them with local equivalents that may resonate better with the audience but risk sounding archaic or obscure. Similarly, entertainment and pop culture reflect the influence of globalization through linguistic borrowing. Global trends from music, films, and social media have introduced English terms like "viral," "trending," and "influencer" into everyday Uzbek media. For example, "viral" is used as "viral" (вирл) in Uzbek, showing how digital communication and entertainment spaces have blurred the lines between languages. Additionally, in Uzbek media covering Western cultural phenomena, literal translations often fall short of conveying the cultural context. For example, the English "red carpet" is translated as "qizil gilam" (қизил гилам), which retains the literal meaning but may not evoke the same imagery for an Uzbek audience unfami